So far, typical names for meat products can also be used for plant-based alternatives.Image: www.imago-images.de
In the future, plant-based meat alternatives will no longer be allowed to be advertised in the EU using terms such as “steak”, “bacon” or “liver”.
June 30, 2026, 02:51June 30, 2026, 02:51
The EU states finally decided this in Luxembourg, following an agreement with representatives of the European Parliament. Manufacturers and retailers have three years before the new rules are applied and they must rename their products. This should give them time to adapt their marketing strategies. Products that have already been manufactured may also be sold during this period.
So far, typical names for meat products can also be used for plant-based alternatives. This should continue to be possible in principle. In the future, however, names that refer to types of animals or meat and individual cuts (“cuts”) will be taboo: for example poultry, beef, ribs, shoulder, liver, chops or bacon. They also cannot be used for laboratory-grown or cell-based products. Meat is defined in the text as “edible parts of animals”.
The name “veggie burger” should go
Last year, members of the European Parliament brought up a ban on terms such as “tofu sausage”, “soy schnitzel” or “veggie burger” for vegetarian products. Specifically, terms such as “steak”, “schnitzel”, “burger” and “sausage” should only be allowed to be used for animal products. They justified this with the protection of consumers and farmers.
The proposal was heavily criticized in Germany, among others, including by Federal Food Minister Alois Rainer. In March, he was also critical of the now weakened list of terms that will be reserved for meat products in the future. It means unnecessary additional work for the industry, the CSU politician told the German Press Agency. Consumers are smart and responsible. Germany abstained from the final vote in the Council. (sda/dpa)